Management (corporate expression). In the other hand, corporate

Management
literature viewed reputation as strategic nonphysical resources to make
attention of stakeholder over competitors. In the other hand, in manufacturing
literature it is found that the firms with a reputation for social
responsibility are bigger in number compared to the rivals (Brown, 2014).  Reputation also is
defined as people perception of an organization’s honesty and concern for its
stakeholders (Chang, 2013). In addition, reputation see how organization influence
the customer perceive and treatment from organization to stay using their
products or services (Bronn, 2007). In other hand, corporate reputation is organizational
attribute that reflect how the external stakeholder envision the business as a
beneficial or not risky or evaluation of an organization from stakeholder over
time (Abratt & Kleyn, 2012). Every changes of reputation can influence the
organizations’ relationship with its stakeholder (Lange, Lee, & Dai,
2011).

 

Key
driver of corporate reputation are corporate identity and corporate branding.
Corporate identity pointed how organization choices the strategy (strategic
choices) and expresses it (corporate expression). In the other hand, corporate branding
reflects how expresses (corporate expression) and images identity of
organization (brand image). The component strategic choices are mission,
vision, strategic intent, values, culture, strategy formulation and strategy
implementation. The component of corporate expression is visual identity, brand
promise, brand personality, and brand communication. Meanwhile, the component
of brand image are brand experience, brand relationship and brand communities (Abratt & Kleyn, 2012)

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Laksamana, Wong, Kingshott, and
Muchtar (2013) found that reputation is competitive advantage for customer retention
but does not impact for cross buying. Retention is customer tendency to stay
with supplier services in the next time, while cross buying is products and
services that bought again by customer from the provider as addition to the
products or service s/he presently has. Loureiro and Kastenholz
(2011) also met corporate reputation as a direct antecedent of perceived
quality, satisfaction and loyalty. Loyalty is intended of customer to buy again,
to recommend to others, yet giving more for products and services of firm. Similarly,
Cao, Myers, and Omer (2011) discovered that the company have high reputation will have
high quality of financial report and have accurate  forecast of management.

 

Corporate
reputation creates loyalty through perceived trust and perceived value and
customer satisfaction as mediating variable  (Chang, 2013). Strong communication has important roles to build strong
reputation. Corporate reputation variables are public relation, corporate
social responsibility and corporate advertising (Johan & Noor, 2013) but environmental performance has negative relationship
with reputation (Cho, Guidry, Hageman, &
Patten, 2012). However, Reputation trouble can emerge in many shapes and be solved by
effective communication between organization and stakeholders with good behaviour
for revert to trust stakeholder.